The partnership, confirmed by the division late last week, sees the Johnnie Walker brand owner become the “inaugural member” of the ‘MADD Network’. The news comes as, according to MADD, the level of impaired driving – either through alcohol or drugs – has risen in the US in both of the last two years consecutively, by 14%.
Further details around the new arrangement will be announced “in the near future”.
“In recent years, we have witnessed a surge in drunk driving,” said MADD CEO Stacey Stewart. “Just since 2019, alcohol-related traffic fatalities have increased by 31%. No one should get behind the wheel after consuming alcohol, marijuana or other drugs and substances that can impair driving.
“Our partnership will help carry this message far beyond what either of our organisations could reach alone.”
Diageo NA’s executive VP of corporate relations, Stephanie Childs, added: “With our combined … networks and educational resources to address alcohol-related harm, together we are stronger to raise awareness and help save lives.”
MADD also noted that impaired driving caused 13,000 deaths in 2023 for the first time since 2007.
Late last month, Diageo posted flat sales from the six months to the end of December. On the same day as the announcement, CEO Debra Crew admitted that the operational processes in its ‘Latin America & Caribbean’ region had struggled to manage inventory levels during the half-year.
